How Film Anatomie is supplying affordable film equipment to Africa film industry
How Film Anatomie is supplying affordable film equipment to Africa's film industry
“When something does not come out correctly, they point the finger at the editors.”
Chuks Oteke had had enough of his work being criticized. In 2012, he established his video production studio, offering visual effects and video editing services, but he occasionally received complaints from dissatisfied clients. They saw Oteke as the issue, but he saw the issue as the raw video cuts he received from his clients.
The shots taken on set did not adequately convey the story, and the clients believed that any deficiencies could be rectified in post-production.
When he could no longer take it, he decided to investigate why the shots were so bad. He worked as a camera operator on a variety of different video shoot sets. At the conclusion of his research, he concluded that the camera operators lacked the necessary tools to capture the desired shots.
“It's not just about the camera when it comes to telling a good story. You must not only position the lighting correctly, but also frame the shots appropriately. If a character is depressed, the camera angle should contribute to the depiction of depression. High angles contribute to this effect by making the actor appear diminutive or overwhelmed. On the contrary, a low angle enhances the portrayal of joy or happiness,” he explained.
A crane may be required in some cases to achieve these shots, but how many people can afford one?
This influenced his decision to pursue a career in videography tool development. He began by creating prototypes of do-it-yourself tools. It did not become a business until he received payment for the tools.
“So I began spreading the word on Instagram and Facebook about how I create customized do-it-yourself tools, and the response was positive. It reached a point where there was so much demand that I simply couldn't keep up.”
This resulted in the establishment of Film Anatomie, one of the few African companies dedicated to the design and manufacture of filming equipment. It serves a diverse clientele, including independent content creators, filmmakers, television production studios, and even equipment rental companies.
Getting into General Electric (GE) Garage
Someone else's high demand could have fooled them into believing they were in business, but not Oteke. He quickly realized he lacked the necessary knowledge to turn his interest into a business and enrolled in the 2014 General Electric (GE) Garage Program. Throughout the course of the training program, which lasted several years, his mind was opened to advanced manufacturing techniques such as 3D printing and laser cutting.
He stated that simply learning about product design had an effect on the way his products were designed.
Oteke met other participants who were interested in robotics, aviation, STEM education, and biomedicine during the program.
Finally, he gained access to over a thousand local and international mentors in the technology sector.
“I now had this network of people I could contact at any time and say, 'I'm having a problem; how can I solve it?' ' Without a doubt, there will be someone who knows someone who can assist."
Difficulty in getting funding
With this knowledge and network at his disposal, he set out to run a more successful business. He was aware of the locations and methods of obtaining raw materials. While it was not possible to manufacture everything locally, the cost of production was low due to the use of 80 percent local raw materials.
Finance was the next jigsaw piece to fall into place. He required both a business partner and capital.
“I am a nerd. I am not an entrepreneur. As a result, I sought investors who could provide both capital and business advice. For me, it took some time; other participants had already received investments.”
Graduates of the GE Garage Program gained access to a network of investors in their respective fields. While many of the other participants had significant business ideas, Oteke's was considered a nice-to-have. Investors were largely uninterested in him until the release of the film Lionheart.
How Lionheart changed everything
“I don't know Genevieve; I've never met her, but she has done so much for me.”
Lionheart, starring Genevieve Nnaji, made headlines in 2018 for being the first Nigerian Netflix original. Finally, investors began to take notice of the creative industry. Oteke began to garner some attention.
In an industry with scant readily available data, Oteke was forced to crowdsource and create a plausible projection for his business. He discovered that the Nigerian film industry produces approximately 50 films per week and generates an impressive $590 million in annual revenue.
His pitch to investors was straightforward: because the film industry market is smaller now than it will be in a few years, gaining a sizable market share is easier.
“Nigeria's creative industry lacks a repository, but with Netflix, you could track viewership and revenue. Lionheart was purportedly purchased for $3.8 million.”
Unfortunately, while obtaining statistics about the industry as a whole was easier, he encountered difficulties obtaining specific figures because his intended audience is filmmakers, not actors. He contacted various production teams to ascertain how much they spent on equipment and the level of demand.
“I contacted friends who work in film production and film schools. I developed a relationship with the film school founded by Dell York, Jeta Amata, and Olu Jacobs. I'm attempting to form one with Ebony life. We hope to expand to the point where you can turn to us for data on Africa's creative industry.”
Getting Investment
Following one of Oteke's pitches at GE garage, he was contacted by an investor from Platform capital*. Unlike previous conversations, this one appeared to be promising.
“I recall telling him, 'I'm not much of a business person, but I'm sure you can help.' Additionally, you have access to markets such as Asia, America, and the United Kingdom'. He was quite outgoing and desired to establish a film academy, a production company, and numerous other creative endeavors.”
Oteke received funding just prior to the COVID-19 pandemic. The pandemic made it more difficult to obtain a few essential items, but it was also a blessing because they shifted their focus to making face masks with their 3D printers at the time. It was a business opportunity that kept the lights on briefly before they returned to their primary mission of creating film equipment.
Offering free products to get customers
As the pandemic's effects wore off and filming activities resumed, Oteke and his team were tasked with acquiring customers. In comparison to other popular filming equipment, people were hesitant to trust their expensive cameras and filming gadgets to less well-known locally manufactured equipment. They were then faced with the task of establishing trust.
“By offering our products for free, we were able to alleviate that issue. We targeted customers who could assist us in publicizing our brand. For example, I took my slider to a location where several prominent filmmakers were filming. I allow them to use my slider on one camera while they use their own on the other. At the conclusion of the shoot, I would ask them, "What do you think I could do to improve this tool?" ' They'd inform me and we'd make the necessary adjustments."
When they inquired about the price, a number of them were frequently satisfied; the price difference made Film Anatomie's products more appealing. His sliders cost approximately 100,000 ($220), while existing more popular sliders with similar features cost between $500 and $1,000.
What comes next?
While Oteke began by manufacturing equipment for the film industry, his true passion is manufacturing where there is a need. His ultimate goal is to manufacture for other industries, such as 3D printing car parts and household materials.
“In Africa, we do not produce anything; rather, we consume. While there has been some success in the fintech and agricultural sectors, we continue to worship China in the hardware manufacturing sector.”
He believes that the future lies in African design and manufacturing.
The year's major project for Oteke is an electric vehicle that would be used for real estate site inspections and video shoots. The car would be capable of riding on both smooth and rough terrain.
Oteke and his team at Film Anatomie have a lofty goal of developing indigenous solutions. They're focused on developing and collaborating with others who share their vision.
